Corporate Communication and Consumer Decision-Making: A Study of Otukpo Local Government Area, Benue State
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- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
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- NGN 5000
Chapter One: Introduction
1.1 Background of the Study
Consumer decision-making is a complex process influenced by a variety of factors, including personal preferences, social influences, and the information available to consumers. In Otukpo Local Government Area, Benue State, businesses are increasingly aware of the importance of understanding how communication influences consumer choices. Corporate communication plays a key role in shaping consumer perceptions, providing relevant information, and persuading consumers to make purchasing decisions. Effective corporate communication strategies can help businesses build trust, convey product benefits, and influence consumer attitudes, ultimately leading to increased sales and customer loyalty. Recent studies have shown that businesses that invest in clear, persuasive, and transparent communication are more likely to influence consumer decision-making and achieve a competitive advantage (Adegbite & Ibrahim, 2024). This study seeks to explore the role of corporate communication in consumer decision-making in Otukpo, focusing on how businesses can use communication to influence consumer behavior and drive purchasing decisions.
1.2 Statement of the Problem
Despite the growing recognition of the importance of communication in consumer decision-making, many businesses in Otukpo Local Government Area struggle to effectively communicate with their target audience. This has led to challenges such as low consumer awareness, poor brand recognition, and limited customer engagement. There is a need for more research on how corporate communication can be utilized to influence consumer decision-making and improve business outcomes in Otukpo. This study will investigate the communication strategies employed by businesses in Otukpo and assess their effectiveness in influencing consumer behavior and driving purchasing decisions.
1.3 Objectives of the Study
- To examine the role of corporate communication in influencing consumer decision-making in Otukpo Local Government Area.
- To identify the communication strategies used by businesses to influence consumer behavior and drive sales.
- To assess the impact of corporate communication on consumer attitudes, brand loyalty, and purchasing decisions in Otukpo.
1.4 Research Questions
- How does corporate communication influence consumer decision-making in Otukpo Local Government Area?
- What communication strategies are used by businesses to influence consumer behavior and drive sales?
- How does corporate communication impact consumer attitudes, brand loyalty, and purchasing decisions in Otukpo?
1.5 Research Hypotheses
- Corporate communication positively influences consumer decision-making in Otukpo Local Government Area.
- Effective communication strategies influence consumer behavior and drive sales in Otukpo.
- Corporate communication enhances consumer attitudes, brand loyalty, and purchasing decisions in Otukpo.
1.6 Significance of the Study
This study is significant as it provides valuable insights into the role of corporate communication in influencing consumer decision-making. The findings will help businesses in Otukpo Local Government Area develop more effective communication strategies to engage consumers, influence purchasing decisions, and improve business outcomes. The study will also contribute to the academic literature on corporate communication and consumer behavior.
1.7 Scope and Limitations of the Study
The study is limited to businesses within Otukpo Local Government Area, Benue State, and focuses on the role of corporate communication in influencing consumer decision-making. The research does not extend to other regions or industries.
1.8 Operational Definition of Terms
- Corporate Communication: The management of communication strategies within an organization to influence consumer decision-making and enhance brand perception.
- Consumer Decision-Making: The process by which consumers select, purchase, use, and dispose of products and services.
Brand Loyalty: The tendency of consumers to repeatedly purchase the same brand due to positive experiences and communication from the company.
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